Logity is an agent of Landstar System Inc., an international transportation company, that hauls loads and delivers the goods throughout North America. Landstar cooperates with hundreds of agents from around the globe. Logity is one of the top-performing agents as of today.

Challenge

Every service company needs pros who will share its values and help it move onwards and upwards. But every time this company went looking for personnel, it turned out to be an obstacle race: the position of a ‘logistics agent’ scared off prospective applicants who had no such experience and considered themselves unfit.

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In fact, the requirements for joining the team were not high:

the applicants were supposed to like communicating with people, speak English, and know how to convince customers. They could learn other required skills as they worked. That was the reason why Logity needed a brand mark that would hit two targets with one shot — so that it would represent the company in the US freight market and become an attractive employer in the Ukrainian market.

Research

We conducted a series of in-depth interviews with the best employees of the company, trying to understand what these people have in common. Before they started to work for Logity, they all had worked in different areas, which had nothing to do with logistics. We found that the only thing they had in common was that they had great ambitions and they were brave enough to change their lives: all of them were ready to work hard to reach their goals. We called them Self-Made Doers and decided that we would be looking for the persons like them.

Solution

First off, we developed an individual brand name — Logity. We placed the previous name (Landstar Agent) to the descriptor of a new brand mark. Then we proceeded to the development of the brand identity, inspired by the aesthetics of big highways and powerful trucks, the star in the logo of the parent company, and the flag of Texas as it is the state where the company is headquartered. When it came to communication, we let the personnel be the messengers. They told their own stories that made it clear that getting a job at Logity was not just a serious career opportunity but also that Logity was a community of ambitious yet open-minded people at its core.

When it came to communication, we let the personnel be the messengers. They told their own stories that made it clear that getting a job at Logity was not just a serious career opportunity but also that Logity was a community of ambitious yet open-minded people at its core.